Brand Relevance

Brand Relevance

Making Competitors Irrelevant

Book - 2011
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"Substantial market trends and transformational innovations are creating markets and making others irrelevant. The result is a major threat for nearly every business and a significant opportunity for a few. This book will be the first marketing strategy book to develop and leverage the concept of brand relevance. To remain relevant, a firm can create a new category or subcategory-- such as iPod, Cirque du Soleil, and eBay did-- where competitors are eliminated. Or a firm can redefine an existing category or subcategory by creating or elevating an offering feature or characteristic--as Prius created a subcategory defined by gas mileage and technology, or Westin did with its Heavenly Bed. In either case, a firm can create or own a new business arena or submarket in which some or all competitors are not relevant. Instead of being the best, the goal is to be the only--making competitors irrelevant"-- Provided by publisher.
Publisher: San Francisco, CA : Jossey-Bass, c2011.
Edition: 1st ed.
ISBN: 9780470613580
0470613580
Branch Call Number: 658.827/AAKER
Characteristics: xvi, 381 p. : ill. ; 24 cm.

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